Are you giving your customers a sugar high?

03/27/2013 | Grist

Green marketers who focus entirely on big, symbolic gestures are creating "the equivalent of sugar highs" in consumers, warns David Roberts. After the initial rush, consumers aren't likely to adopt more eco-friendly purchase patterns. "Guiding people into new patterns of behavior ... takes a long-term, steady drumbeat with a relentlessly pragmatic focus," Roberts writes.

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